Omnichannel Ecommerce: Brick-and-Mortar Not Required
Remote working, Zoom classes Zoom classrooms, and remote work - these experiences on the internet are now part of the everyday life of people. Humanity is more connected than ever, and now seems to understand the potential of that. It's not like it's "weird." It's normal. And it's no different when it comes to retail. The concept of omnichannel online shopping.
You don't need a brick-and-mortar shopfront to run a successful enterprise. If you've got a great concept for a product or service, all you need is a positive attitude, work ethic, a willingness to change and a connection to the internet.
What is omnichannel ecommerce?
Omnichannel ecommerce is a multi-pronged sales plan that is focused on creating a seamless customer experience, whether the point of sale is via mobile devices such as a laptop or even a physical shop. That experience should also be uniform across every channel that includes your online store to Facebook Marketplace, Amazon, Etsy, and more.
Customers don't shop only in the same place. Therefore, no matter where they go there, it is important to be accessible.
And while the point of sale is the end of the line, it is also important to consider what the customer's experience is like in order to make a purchase. What are the ways you can be component of the process?
The Harvard Business Review reports that 73% of all clients use multiple channels throughout their purchase journey. That means when someone is deciding to purchase something there's a solid chance they've conducted a lot of study to make sure they're making the best possible purchase.
Can your business not only provide the service your customer is seeking as well as provide context and information?
Concentrate on the complete customer experience, not just adding something to the shopping cart or place the purchase. Instead, you should be asking yourself: How could your company be an online source for information and items, or services? How can you accomplish this everywhere you sell on the internet?
The more channels a customer uses, the more valuable they are to your business with the potential for 23% higher returns on purchase and as much as 13% more average order value.
Omnichannel E-commerce is a way to do business.
Why is it crucial for online stores to utilize channels other than their own websites?
Let's do an experiment. Have a look at your feed every time you visit your social media account. Which stores and products are being presented to you?
There are probably too numerous to list. The modern algorithms are so powerful that your feed could be a reminder of something you forgot you were keen on. Perhaps you're not aware of when you looked up the latest trends in skincare while waiting for a call from the clinic however, your feed will. The feed will tell you which brands are offering the most affordable prices on skincare products right now.
Imagine that your company is that skincare business mentioned above. Perhaps you post the link on Facebook to a blog article on the best skincare products of 2023. Anyone who is interested may visit the page, read the post, then proceed to the next page. However, later on, they might come across an advertisement of your cream to treat eczema and then click the link to purchase it from Amazon. The next time they are looking to purchase something, they visit your site directly and register to receive a monthly subscription.
This is three different channels that customers have accessed: Facebook, your website, and Amazon. But they all work together to form an efficient omnichannel eCommerce strategy.
It is more difficult to develop an effective omnichannel strategy if you don't have a retail location?
There's a difference between yes and no. We've explained that the world is online. Therefore, retailers aren't needed for customers to have purchase opportunities at a variety of touchpoints.
There are a number of advantages of having a physical address even though they do come at a fairly hefty expense and commitment.
However, the main point to remember is it's not necessary to feel that having a location that isn't there means you can't have an omnichannel focus. Even if you have a physical location paired with an online shop, you shouldn't just say it's a good day. There are many other places to meet your customers so you're available to them on the platform of their choice when they're ready to make a purchase.
The benefits of having an actual retail store
There are some distinct advantages to having a physical location. For example, you can be more personal with your customers simply by having a space where they can interact with your staff and your product.
If the store you own is located situated in an area that receives lots of pedestrians, you can persuade people to come in to purchase something. The ability to reach out physically who are already engaged in shopping. They can show products or answer questions right then and there.
Additionally, there's a chance for marketing, such as on-site events or product demonstrations. A reception in person is a fantastic opportunity to announce a brand new product.
But, it has been one of the many options for people to buy. There are many advantages of having a physical location just as there are advantages to having an online marketplace. However, this avenue comes with many disadvantages and cost.
The advantages of the absence of a storefront
Actually, there are numerous benefits to having a business withouthaving the luxury of a physical store. There's no expense associated with the rent or utilities or problems associated with having a physical location. There's no need to worry with staffing or planning.
The focus can be narrowed and budget down to channels that are already proven. You can also remain agile, meaning that should something change it is possible to adapt swiftly. Physical locations are an investment that is costly and which you're not able to grab and move on the fly.
So, let's go back to our initial answer"yes and no!" Retail locations (or lack thereof) can be both advantageous and challenging to the omnichannel strategy of e-commerce. All it depends on is the products you sell and your target audience.
Strategies for an efficient Omnichannel strategy
If you've figured out why omnichannel ecommerce is important and necessary, let's take a look at the strategies that are effective. This isn't necessarily a step-by-step instruction, but more of guidelines to develop the best omnichannel ecommerce strategy that you can.
Maintain your brand's image and tone constant across every channel
Think about a brand that is as famous as Coca-Cola. It doesn't matter if it's a commercial with Polar bears, vending machines in a highway rest area, or a sign inside a restaurant, the shimmering red and white letters say that one thing: Coca-Cola.
Create a brand identity and voice guide for your business that includes items like specific colors, fonts, logosand fonts and even a languages. When your business grows and you're faced with millions of other things to think about and plan for, your future self will thank you.
Carefully select selling channels
There are a variety of marketing channels that offer different types of target viewers. They'll require varying approaches to find success, but it is important to select the ones which are suitable for your company and make sure you give each the time and attention the it deserves.
There are a variety of options you should pursue, but don't be afraid to pass on those that truly don't fit your business or audience.
Social shopping
Marketplaces
Accessing a marketplace such as Amazon also provides an opportunity to tap into other resources. Amazon's Fulfillment by Amazon (FBA) is able to take care of all processes involved with warehousing the shipment, as well as providing customers with customer support for purchases.
Search
It's likely that you're putting in a significant amount of work into SEO. In the ideal world that someone searches for something that you offer the site you sell - and only your site will be displayed immediately.
In reality, however, consumers are often conducting much more generic searches and browsing several options for the ideal match. Google Shopping presents searchers with choices that's easy to quickly scan and contrast.
Check that your site is mobile-friendly
Although every single person, their dog and their dog's canine has a smartphone and a plethora of websites don't have the luxury of making their sites mobile-friendly.
Seriously. more than 50% of the internet's usage is on mobile devices.
Imagine not catering to those customers! This is a quarter of the web!
Customers expect a smooth mobile experience on their mobile. This can give you a quick leap ahead of certain competitors, and improve visitors' perception of your brand.
Also, you should take a a look at your site across all devices: desktops, phones, and even tablets. Tools like BrowserStack will help you accomplish this electronically, and without needing that you have access to any device.
Be sure images aren't cut as well as that buttons and links can be easily clicked and navigation menus are simple to use, etc. In essence, you want your user experience to be stellar regardless of the device your visitors have in their hands.
Use customer journey mapping
The customer journey map outlines the steps someone takes with your product or company. The process begins when the customer begins engaging with your brand maybe through an Instagram advertisement, blog article, or even an influencer. They then either make a purchase or cease to pay to your brand.
There are many good reasons the customer journey map is vital to developing an omnichannel ecommerce strategy. It lets you:
- Get a better understanding of what, when and the way customers interact in your business
- Identify investment opportunities for different marketing points
- Know the strengths and weaknesses of the purchasing process
- Provide information for future market decisions
The mapping of customer journeys also provides the information you need about your customers' tendencies, who's purchasing your goods and what's driving them to choose your company. This information is vital for continued growth and success in the retail industry and helps you plan your future strategies in omnichannel eCommerce.
Learn how to create the customer journey maps.
Give seamless customer service to customers across every channel
A good customer experience is an investment in the future success of your company. Happy customers write great reviews, share their experiences with friends, and make repeat purchases. Additionally, this positive attitude will help keep the morale of your employees up. All of this is part of a long-term strategy to create a positive, healthy company.
But when you're selling across multiple platforms, it's challenging to provide high-quality assistance to every client. It is essential to respond quickly to questions, messages, or requests for refunds on your website, on other selling platforms from third parties such as social media and more.
Improve the experience of checkout
People prefer certain markets or platforms due to their familiarity and easy to use. Some times, it's because they don't have to navigate to an additional site or app. In other instances, it's due to the fact that their payment methods are saved or checkout is super simple.
Making sure that you provide a great Omnichannel experience is also about allowing the preferred payment method that customers use and keeping the process so simple that it is.
It is possible to boost conversions when you check out by doing a couple of things:
Organize your email marketing into a single, smart tool
Regardless of where someone purchased the product or heard about your company, as long as they're on your mailing list and you follow-up, you'll be able to communicate with the person. Invite them to join your list, send welcome emails, reach out to them with deals, and even request reviews that will aid in generating more sales.
MailPoet can be an ideal tool for shops. You can create and modify mailers, schedule deals based on purchases, and send abandoned cart emails to recapture lost sales, and much more. In addition, as with Payments, using MailPoet integrates everything into your WordPress dashboard. It's an efficient, time-saving advertising tool via email.
Always review and update the omnichannel strategies you have in place
What are successful companies' traits in common? They're always striving to improve. Not every platform is going to meet your needs. Strategies that do not work for others will prove to be a huge boost for you. Do not be scared of changing and try not to be obsessed with one item.
On top of that, look into the data available on your platform and spend time learning how analytics tools work. It's a worthwhile investment for the future of your business.
And remember, long-term growth requires patience. Don't spend excessively trying to compare yourself with other sellers. It's ok to know the strategies others have been using successfully, but then work to improve your own efforts. Keep revising and improving so that you can get a lot further.
Omnichanneling without physical place
A good omnichannel ecommerce strategy does not require the presence of a physical store. There's a wide range of platforms to sell your online store up to Amazon, eBay, Etsy, Facebook, Google Shopping, and more.
Make sure you have a consistent presence across each selling channel. Make sure you connect with your customers, make sure they feel supported, and put in your marketing efforts and you'll be on the way to creating Omnichannel sales!